Salt Bae’s viral fame has faded, and his restaurant empire is shrinking — his London steakhouse posted a £5.5 million loss in 2024 and multiple U.S. locations have closed. This article looks at the numbers behind the decline.
London restaurant annual loss: £5.5 million ·
U.S. locations closed: 5 ·
Peak viral year: 2017
Quick snapshot
- Viral video in 2017 Wikipedia
- Flamboyant salt sprinkling Wikipedia
- Global internet sensation Wikipedia
- Nusr-Et Steakhouse chain Wikipedia
- Multiple global locations Wikipedia
- Estimated net worth $80 million Instagram
- Restaurant closures Yahoo Finance
- London loss of £5.5 million Restaurant Online
- Fading novelty Mashed
Six data points capture the arc of Salt Bae’s business: a fast rise, a slower, more painful comedown.
| Fact | Detail | Source |
|---|---|---|
| Real name | Nusret Gökçe | Wikipedia (biographical reference) |
| Restaurant chain | Nusr-Et Steakhouse | Wikipedia (business entity) |
| Viral year | 2017 | Wikipedia (meme origin) |
| London restaurant annual loss (2024) | £5.5 million | Restaurant Online (UK trade publication) |
| U.S. locations before closures | 7 | Yahoo Finance (financial news coverage) |
| U.S. locations after closures | 2 (New York Midtown, Miami) | Yahoo Finance (closure update) |
| Facebook followers | 6.99 million | Facebook (official page) |
| Net worth (reported) | $80 million | Instagram (brand profile – public estimate consistent with industry reports) |
What Ever Happened to Salt Bae?
Salt Bae’s empire hit its stride in the late 2010s, with Nusr-Et Steakhouse openings in New York, Dubai, London, and beyond. But by 2024, the momentum had stalled. The London restaurant on Knightsbridge brought in £10 million in turnover for the year ended December 2024, but exceptional expenses linked to the U.S. arm dragged the bottom line into a £5.5 million loss, according to Restaurant Online (UK trade publication). That same U.S. division closed five of its seven locations, including Beverly Hills and Dallas, as reported by Yahoo Finance (financial news coverage).
- The London restaurant’s EBITDA fell from £2.2 million to £1.87 million in 2024 (Restaurant Online).
- Nusret UK’s operating profit actually rose to £1.9 million in 2024, but the £6.6 million exceptional charge wiped it out (Restaurant Online).
- Revenue at the London steakhouse had already dropped from £13.6 million in 2022 to £9.3 million in 2023 (Fortune (business magazine)).
What this means: the brand is still generating healthy sales from its flagship London location, but the costs of a failed U.S. expansion are bleeding through the parent company. The anomaly is a situation where the operating business is profitable but the corporate structure is drowning in one-time write-offs.
The meme that made Salt Bae a global icon also locked him into a one‑trick brand. Every new venture is judged against a viral moment that is nearly impossible to replicate, and the novelty has a clear half‑life.
The implication: without a pivot, the brand risks being permanently tied to a fading internet gag.
What Is Salt Bae’s Net Worth?
Reliable net‑worth figures for private chefs are hard to pin down, but multiple outlets peg Salt Bae’s wealth at around $80 million. The figure is consistent with the scale of the Nusr‑Et chain at its peak, including locations in high‑rent districts like Knightsbridge, Dubai, and Beverly Hills. However, the 2024‑25 losses suggest that net worth may be under pressure.
- The London restaurant’s £5.5 million loss in 2024 was the worst on record for Nusret UK (Restaurant Online).
- By April 2025, the London steakhouse had cut prices on some menu items, a sign that demand has softened (Mashed (food and culture publication)).
- The U.S. closures alone cost the company an estimated £6.6 million in exceptional expenses (Restaurant Online).
The pattern: the brand is still cash‑positive at the store level, but the corporate parent is taking large hits from shutting down underperforming U.S. locations. Whether the reported $80 million net worth has already shrunk is unclear, but the trend is unmistakably downward.
How Many Restaurants Did Salt Bae Close?
Salt Bae reduced his U.S. footprint from seven locations to just two — New York Midtown and Miami — during 2024 and early 2025, according to Yahoo Finance (financial news coverage). The shuttered sites include a New York outpost in the Financial District, a Boston branch, Beverly Hills, and Dallas. In the UK, the Knightsbridge restaurant remains open, but it is now operating at a loss and has reportedly lowered prices to attract diners (Mashed (food and culture publication)).
- Closed U.S. locations: at least 5 (the two New York, Boston, Beverly Hills, Dallas) (Yahoo Finance).
- Open U.S. locations: 2 (New York Midtown, Miami) (Yahoo Finance).
- London: open but loss‑making, EBITDA dropped from £2.2m to £1.87m in 2024 (Restaurant Online).
The trade‑off: Salt Bae has pulled out of most of his U.S. markets to concentrate on a smaller number of higher‑performing locations. The move stops the bleeding but also signals that the international expansion that once defined his brand has failed to stick.
Why Did Salt Bae Become Famous?
The original video — a short clip of Gökçe seasoning a steak with an exaggerated, theatrical wrist motion — went viral in 2017. It was shared across Instagram, Facebook, and Twitter, and soon became a universal meme format. By the end of that year, Salt Bae had appeared on talk shows, opened new restaurants to massive queues, and built a personal brand that transcended the kitchen. Wikipedia (biographical reference) notes that the video was filmed at his restaurant in Istanbul and was originally intended as a humorous show of technique.
The pattern: a single, easily shareable moment created a global phenomenon — but the same simplicity that made it viral also made it hard to evolve into a sustainable luxury brand.
What Is the Salt Bae Meme?
The meme typically shows Gökçe’s signature salt‑sprinkling gesture, often captioned with “Salt Bae” or used to express doing something with exaggerated flair. In 2022, the meme resurfaced during the FIFA World Cup in Qatar, where Salt Bae was seen on the pitch after the final, taking selfies with Lionel Messi and handling the trophy. The incident drew criticism for being staged and opportunistic, further denting his public image. Yahoo Finance (financial commentary) described the World Cup moment as a “PR misstep” that accelerated the brand’s decline.
- The original 2017 video has been viewed over 1 billion times across platforms (Wikipedia).
- After the World Cup, negative press coverage increased, with many outlets framing him as a “cringe” figure.
The meme was the engine of the brand, but once the joke wore thin, the business lost its emotional hook. Restaurants sustained by viral fame rarely survive the fade of the initial meme cycle.
The catch: Salt Bae’s future now depends on whether he can rebuild as a serious restaurateur, not just a meme.
Timeline
- 2017 – Salt Bae video goes viral, gaining global fame. Wikipedia
- 2022 – Controversial appearance at FIFA World Cup final. Yahoo Finance
- 2023‑2024 – Multiple Nusr‑Et restaurant closures reported. Yahoo Finance
- 2025 – London restaurant reports £5.5 million annual loss. Restaurant Online
The pattern: the timeline shows a rapid ascent followed by an equally swift financial reversal.
What’s Clear & What’s Not
Confirmed facts
- Salt Bae’s real name is Nusret Gökçe (Wikipedia).
- He owns the Nusr‑Et Steakhouse chain (Wikipedia).
- The London restaurant lost £5.5 million in 2024 (Restaurant Online).
- U.S. locations reduced from 7 to 2 (Yahoo Finance).
What’s unclear
- Exact net worth — $80 million is a common estimate but not confirmed by financial statements.
- Total number of closed locations — the exact list varies by report.
- Whether he is actually broke — the London operation still generates revenue, but the losses are substantial.
- Whether the reported $80 million net worth accurately reflects the impact of recent losses.
The ambiguity: while the core facts are solid, the full financial picture remains obscured by private ownership.
Perspectives from the Coverage
“The directors believed it could operate for the foreseeable future based on profits generated during the year and a review of cash flows.”
— Fortune (business magazine), quoting Nusr‑Et UK’s annual report
“The London steakhouse was serving expensive steaks while turning down the heat during peak hours.”
— Yahoo Finance (financial news coverage), citing internal reports
“The dramatic rise and fall of Salt Bae.”
— Mashed (food and culture publication), in their retrospective analysis
For the Nusr‑Et brand, the choice is narrow: either execute a drastic restructuring that strips the business down to its core locations and rebuilds around a smaller, sustainable model — or continue bleeding cash in markets where the meme is no longer enough to cover the rent. For investors and the chef himself, the implication is clear: the era of viral‑fueled expansion is over, and what survives will depend on whether Salt Bae can transform from a punchline into a serious restaurateur.
Related reading: Rowan Atkinson: Net Worth, Wife, Children, What He’s Doing Now · David Beckham: OCD, Net Worth, Knighthood & Family Facts
instagram.com, youtube.com, youtube.com, reddit.com, finance.yahoo.com, instagram.com, reddit.com, reddit.com
Frequently asked questions
What is Salt Bae’s nationality?
He is Turkish, of Kurdish origin.
Is Salt Bae a trained chef?
Yes, he worked as a butcher and chef in Istanbul before opening his own restaurant.
How much does a steak cost at Nusr‑Et?
Prices vary by location, but a steak can cost between £100 and £200 in London, often including gold leaf.
Does Salt Bae have any awards?
He has not received major culinary awards; his fame is primarily from the viral meme.
What is the most popular dish at Nusr‑Et?
The “Ottoman steak” is a signature dish, often prepared tableside with theatrical flair.
Has Salt Bae appeared on any TV shows?
He has appeared on Turkish television and international talk shows after his viral fame.
Where are Salt Bae’s restaurants located?
Current locations include New York (Midtown), Miami, London, Dubai, and several other cities. Exact list changes as closures occur.
Related stories
Benjamin Clarke is Senior Reporter at Canada Perspective, covering daily news and breaking stories across Canada.